Social media marketing is everchanging, particularly evident in the continued wake of the pandemic. As people’s online lives continue to expand and blend with real life, it becomes even more crucial for businesses to have and maintain a strong social presence to interact with customers in the new normal seamlessly. In addition to staying on top of the challenges of the last two years, brands must continue to evolve in real-time and prepare for what the future may bring.
We looked into the patterns and trends expected in the new normal and considered ways your brand can adapt and navigate for the future.
The pandemic and stay-at-home orders caused a dramatic shift toward remote work, digital media, and expanded virtual social activities. With little else to turn to while movie theatres, theme parks, shopping malls, and F&B establishments were shuttered, people increasingly relied on social media for news, updates, and general escape. Amid a slew of misinformation, reputable sources took to Facebook, TikTok, Twitter, Zalo, and more in an effort to counteract COVID-19 myths while sharing valuable, helpful stories and news.
Thus far, these platforms and the businesses that use them are seeing a higher demand for interaction. Users turn to preferred or even new online mediums for both news and entertainment. TikTok, for example, saw a dramatic increase in daily users when Facebook didn’t quite live up to the challenge.
Facebook’s shortcomings were at an all-time high during the infamous October outage experienced across the platform and its subsidiaries Messenger, Instagram, and WhatsApp. It’s not a question of if the outages will happen again, but when, requiring brands and advertisers to put proactive plans in place to avoid future opportunities.
Further, the last two years have seen users engage with brands even more while watching videos. Instagram Reels and Facebook Watch are Facebook’s response to TikTok’s growing popularity and threat. Reels and Watch remain a preferred video resource among Vietnamese users more than any other platform.
Still, social media platforms’ battle for attention rages on, as the ‘rules of the game’ change almost daily. Videos that do not capture users’ attention in the first three seconds fail to capture attention at all, which is why many brands are resorting to things like hashtag challenges on TikTok because it allows them to have an effective impact on purchasing behaviour even if their video goes unseen.
The process of creating a social media strategy has changed. As users spend more time online, brands are forced to be more active, engaging, relevant, and consistent. This involves everything from content style to visual direction.
Social media is not just for the young; it offers a world of experience, engagement, and opportunity for users young and old. Because everyone uses it, it’s vital you understand your audience's needs and interests and meet them with relevant content that will capture and retain their interest.